650.823.3042
Paul Richard McCullough is the Founder and President of MACRO Consulting, Inc. which has been providing advanced marketing consulting since its founding in 1987.
Since beginning his marketing career in 1977, Mr. McCullough has been actively involved in developing and evaluating a variety of major marketing programs, including:
Prior to founding MACRO, Mr. McCullough was the senior vice president for a leading international strategic consulting and design research firm. Before that, he was market research manager for a $300 million division of Levi Strauss & Company.
Mr. McCullough has spoken before the American Marketing Association, the Marketing Research Association and various universities on a wide range of marketing topics. He is a past board member of the American Marketing Association, San Francisco chapter, and has been quoted in Canadian Packaging Magazine. He has chaired and lectured at applied multivariate statistics seminars for several years and is a member of numerous professional associations.
Mr. McCullough holds an M.B.A. in management from Pepperdine University and a B.S. in mathematics from the University of California at Davis. He has also completed extensive post-graduate study in mathematics at the University of California at Berkeley and the University of California at Santa Barbara.
US Clients Include:
International Clients Include:
Published Articles
A Method For Handling a Large Number of Attributes in Full-Profile Trade-Off Studies, 2000 Advanced Research Techniques Forum, June 2000, Monterey, CA.
A User’s Guide to Conjoint Analysis, Marketing Research, Summer 2002.
Abbreviated Task Sets: Estimating Disaggregate Choice Models With Extremely Few Tasks Per Respondent, Canadian Journal of Marketing Research, 2003.
An Examination of the Components of the NOL Effect in Full-Profile Conjoint Models, 2000 Sawtooth Software Conference Proceedings, March 2000, Hilton Head Island, SC.
Brand Imagery Measurement: Assessment of Current Practice and a New Approach, 2013 Sawtooth Software Conference Proceedings, October 2013, Dana Point, CA.
Comment on Kilroy and Williams, 2000 Sawtooth Software Conference Proceedings, March 2000, Hilton Head Island, SC.
Comparing Hierarchical Bayes and Latent Class Choice: Practical Issues for Sparse Data Sets, 2009 Sawtooth Software Conference Proceedings, March 2009, Delray Beach, FL.
Getting the Most Bang From the Fewest Questions: A New Approach to Designing and Analyzing Conjoint Studies, 2003 PMRS Conference Proceedings, April 2003, Vancouver, B.C.
ImageQ© : An Individual-Weighted Brand Imagery Importance Approach to Consumer Segmentation, Marketing Research (textbook), by Hair, Bush and Ortinau, McGraw-Hill Companies, College Division, copyright 2000.
Putting the Why Into Conjoint: A Proposed Enhancement to Conjoint Analysis, 2004 PMRS Conference Proceedings, May 2004, Toronto, Ontario.
The Number of Levels Effect: A Proposed Solution, 1999 Sawtooth Software Conference Proceedings, February 1999, San Diego, CA.
Trade-off Analysis: A Survey of Commercially Available Techniques, Quirk’s Marketing Research Review, February 1998.
Trade-off Study Sample Size: How Low Can We Go?, 2001 Sawtooth Software Conference Proceedings, September 2001, Victoria, BC, Canada.
What’s Wrong With Larry’s Argument?, Marketing Research, Spring 2002.
A High-Tech Crystal Ball: How to Predict (and Shape) Your New Product’s Future, The Advertiser, February/March 1999.
–, Quirk’s Marketing Research Review, May 1999.
A Taxonomy and Assessment of Current Market Research Conferences in North America: A Bayesian Approach to Modeling the Conference Selection Dynamic, GreenBook Blog (greenbookblog.org), October 12, 2012.
Are Methodologists Becoming Irrelevant?, Quirk’s Marketing Research Blog (researchindustryvoices.com), March 26, 2013.
Business Ethics: Where Did They Go?, East Bay Business Times, July 14, 2000.
–, San Jose Business Journal, August 25, 2000.
–, Central New York Business Journal, November 3, 2000.
–, Tinytown Gazette, February 7, 2001.
–, Springhill Review, September 2001.
Exploiting Human Nature: How to Successfully Market High-Tech New Products, Marketing News Magazine, February 1 1999.
–, Market Watch, May 1999.
–, Sales and Marketing Executive Report, February 3 1999.
Getting Back to Basics Mixed Modal is Garbage, GreenBook Blog (greenbookblog.org) March 12, 2014.
How Not to Write a Survey in the 21st Century, Quirk’s Marketing Research Review, March 2011.
Market Research on the Web: Guidelines for Success, Strategy Magazine, 31 August 1998.
–, Communication World, October/November 1998.
–, Sales and Marketing Executive Report, 1 March 1999.
McCullough’s Laws: First Principles of Commercial Data Analysis, Quirk’s Marketing Research Review, January 2007.
The Florida Recount: Lessons in Marketing Research, Quirk’s Marketing Research Review, March 2001.
The World Wide Web: Radical Revolutionary, San Jose Business Journal, May 19, 2000.
–, Tinytown Gazette, March 7, 2001.
Three and a half Steps to Statistical Success, Quirk’s Marketing Research Review, December 1997.
Web-based Market Research: The Dawning of a New Age, Marketing News Magazine, September 14 1998.
Why Market Research Is a Waste of Money (And What You Can Do About It), Marcom Today, November, 1999.
–, Quirk’s Marketing Research Review, February 2000.
A Fundamental Error, Summer 2010.
A Taxonomy and Assessment of Current Market Research Conferences in North America: A Bayesian Approach to Modeling the Conference Selection Dynamic, Winter 12, 2012.
Brand Halo: The Elephant in the Room – The good news is that it isn’t that hard to get him to move, Spring 2012.
Bring Your Survey Design Out Of The Dark Ages., Spring 2010.
Insights and Opportunities: Focus Groups yield results that quantitative methods just can’t match, Winter 2011.
Is Max/Diff Really All That?, Fall 2010.
Single Task Choice: Pipe Dream or Possibility?, Spring 2011.
The Fall of the New Rome, Summer 2011.
The Perils of Online Surveys, Fall 2011.
The Roles and Goals of Market Research, Summer 2012.
The System Is Set Up To Reward the Appearance of Substance, Summer 2012.
The Three Little Suits: A Fairy Tale. When it comes to analyzing research findings, not every story has a happy ending,, Winter 2010.
A Brief History of Trade-Off (Chairman’s Opening Remarks-Day 1), Conjoint and Choice Based Modeling Essentials: A Tools and Techniques Forum, IIR, May 18, 2001, Atlanta, GA.
A Method For Handling a Large Number of Attributes in Full-Profile Trade-Off Studies, 2000 Advanced Research Techniques Forum, June 2000, Monterey, CA.
An Examination of the Components of the NOL Effect in Full-Profile Conjoint Models, 2000 Sawtooth Software Conference, March 2000, Hilton Head Island, SC.
An Introduction to Multivariate Analysis, with John Wurst, PhD., Modeling For Impact: Drill-Down Tutorials for Market Researchers, IIR, December 7, 2005, Miami, FL.
Beyond Choice: How Purchase Frequency and Product Options Affect Sales Forecasts, Conjoint and Choice Based Modeling Essentials: A Tools and Techniques Forum, IIR, May 18, 2001, Atlanta, GA.
Brand Imagery Measurement: Assessment of Current Practice and a New Approach, 2013 Sawtooth Software Conference Proceedings, October 2013, Dana Point, CA.
Comment on Foytik, 1999 Sawtooth Software Conference, February 1999, San Diego, CA.
Comment on Kilroy and Williams, 2000 Sawtooth Software Conference, March 2000, Hilton Head Island, SC.
Comparing Hierarchical Bayes and Latent Class Choice: Practical Issues for Sparse Data Sets, 2009 Sawtooth Software Conference, March 2009, Delray Beach, FL.
Conjoint Workshop, Applications of Marketing Research Seminar, Universal Responses Corporation, January 2007, San Francisco, CA.
Everything You Need to Know About MaxDiff, Survey Analytics Webinar, October 28, 2014.
Factor Analysis and Segmentation Tutorial, Applications of Marketing Research Seminar, Universal Responses Corporation, January 2007, San Francisco, CA.
Factor Analysis and Segmentation Workshop, Applications of Marketing Research Seminar, Universal Responses Corporation, January 2007, San Francisco, CA.
How To Get the Most Bang From the Fewest Questions: A New Approach to Designing and Analyzing Conjoint Studies, 2003 PMRS Conference Proceedings, April 2003, Vancouver, B.C.
In Search of Covariates That Matter: Refining the Upper Level in HB Models, 2014 Advanced Research Techniques Forum (AMA), June 2014, Santa Fe, NM.
Practical Applications of Structural Equation Models, Modeling For Impact: Drill-Down Tutorials for Market Researchers, IIR, May 9, 2005, San Francisco, CA.
Putting the Why Into Conjoint: A Proposed Enhancement to Conjoint Analysis, 2004 PMRS Conference Proceedings, May 2004, Toronto, Ontario.
Seeing the Future: How to Use Conjoint Analysis for Fun and Profit, Applications of Marketing Research Seminar, Universal Responses Corporation, January 2007, San Francisco, CA.
Structural Equation Modeling: Linking Advertising Impact to Total Revenues, Modeling For Impact: Drill-Down Tutorials for Market Researchers, IIR, December 1, 2004, Miami, FL.
The Number of Levels Effect: A Proposed Solution, 1999 Sawtooth Software Conference, February 1999, San Diego, CA.
Trade-off Study Sample Size: How Low Can We Go?, 2001 Sawtooth Software Conference, September 2001, Victoria, BC, Canada.
Unexplained Variance or How to Avoid Getting Hit Over the Head by Granma, (Chairman’s Opening Remarks-Day 1), Modeling For Impact: Drill-Down Tutorials for Market Researchers, IIR, December 1, 2004, Miami, FL.
Unexplained Variance or How to Avoid Getting Hit Over the Head by Granma, (Chairman’s Opening Remarks-Day 1), Modeling For Impact: Drill-Down Tutorials for Market Researchers, IIR, May 9, 2005, San Francisco, CA.
What’s New in Advanced Quantitative Methods, Modeling For Impact: Drill-Down Tutorials for Market Researchers, IIR, December 9, 2005, Miami, FL.
Which Tool Should I Use? (Chairman’s Opening Remarks-Day 2), Conjoint and Choice Based Modeling Essentials: A Tools and Techniques Forum, IIR, May 18, 2001, Atlanta, GA.
Bring Your Survey Design Out Of The Dark Ages, A MACRO White Paper, Spring 2010.
ImageMD: A superior way to measure Brand Imagery, A MACRO White Paper, ©2013.
ImageQ: An Individual-Weighted Brand Imagery Importance Approach to Consumer Segmentation, A MACRO White Paper, ©1993.
MACROModel©: A Price Sensitivity and Volumetric Approach to New Product Concept Screening, A MACRO White Paper, ©1995.
Segmentation: The key to conducting successful segmentation research, A MACRO White Paper, ©2016.
The Association Test, A MACRO White Paper, ©1988.
The Cake Method©: A Proprietary Hybrid Conjoint Approach, A MACRO White Paper, ©1996.
The Logit-Cake Method©: A Proprietary Hybrid Choice-Based Approach to Trade-Off, A MACRO White Paper, ©1996.
Quantitative vs. Qualitative Marketing Research: A Position Paper, A MACRO White Paper, ©1988.
What are Structural Equation Models: A Brief Introduction, A MACRO White Paper, ©2012.